电商经济背景下电商直播发展路径浅析

Analysis on the Development Path of E-Commerce Live Streaming under the Background of E-Commerce Economy

摘要: 在电商经济日益盛行的时代，电商直播成为拉动经济增长的新引擎之一。文章从电商直播的发展现状入手，具体探讨了其面临的困境与解决策略，分析电商直播发展过程中存在的监管体系不完善、直播内容缺乏创新度以及产品质量不稳定、电商人才储备不足等一系列问题。相应地从完善政策机制、提升直播内容及产品质量、增加电商直播人才数量质量三个层面出发，提出优化策略。电商直播是电商经济重要的一环，故整理和研究电商直播的相关规律，揭示其间的经验教训，可以为今天电商直播行业的健康发展提供有效的借鉴价值意义和来自历史层面的借鉴。

Abstract: In the era of the increasingly popular e-commerce economy, e-commerce live broadcasting has become one of the new engines of economic growth. Starting with the development status of e-commerce live streaming, the paper specifically discusses the difficulties and solutions it faces, and analyzes a series of problems existing in the development process of e-commerce live streaming, such as imperfect supervision system, lack of innovation in live streaming content, unstable product quality, and insufficient reserves of e-commerce merchants. Accordingly, the optimization strategy is proposed from three aspects: improving the policy mechanism, improving the live content and product quality, and increasing the quantity and quality of e-commerce live broadcasting talents. E-commerce live broadcasting is an important part of the e-commerce economy, so sorting out and studying the relevant laws of e-commerce live broadcasting and revealing the experience and lessons can provide effective reference value and historical reference for the healthy development of today’s e-commerce live broadcasting industry.